(English) Materials Science Meets Digital Fashion: How Avery Dennison is Reimagining Digital Fashion
(English) In 2024, Avery Dennison is featured as a technology partner at the FabriX Digital Fashion Roadshow. But why would a tech company try to make a connection with the fashion industry? How does an NFC badge that can be sewn onto the corner of a shirt become a designer’s ‘digital business card’? All questions and the stories behind them will be jointly addressed by us in a short interview with Avery Dennison.
(English) Five Q&As with Avery Dennison Teams
(English) Q1: Who is Avery Dennison?
(English) A1: Avery Dennison is a global leader in materials science and digital identification solutions for the apparel, retail, logistics, food, pharmaceutical, and automotive industries. The company provides functional label materials, RFID tags, textile embellishment products, and supply chain management solutions that help brands deepen consumer connectivity by integrating physical and digital technologies to improve labor and supply chain efficiency, reduce waste, and promote sustainability, circularity and transparency.
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(English) Q2: What insights and opportunities do you see in applying the company's technology to the fashion industry?
(English) A2: According to the “Digital Consumer Behavior 2.0 ” research report we produced in partnership with audience insights company GWI, shoppers are highly receptive to frictionless touchpoints that enhance their in-store experience, such as mobile checkouts and digital receipts. Consumers globally continue to favor scanning digital labels on garments, utilizing QR codes, RFID, and NFC (Near Field Communication) technology for product insights and interactions both before and after purchase. For example, 60% of fashion shoppers worldwide recognize the value of scanning a QR code on a garment with their smartphone to learn about proper care. Additionally, 71% of respondents emphasize the importance of fashion brands being transparent about their manufacturing practices. Digital technology is creating exciting new opportunities within retail, confirming that fashion shoppers expect stores and products to be enhanced with smart digital solutions that make their experiences more convenient, informative, and engaging. Consumers seek tech tools to assist them in making conscious decisions and adopting sustainable habits like resale and recycling. Our collaboration with FabriX exemplifies our commitment to bridging physical and digital experiences to help brands and consumers connect more effectively.
(English) Q3: How did the collaboration with FabriX happen in 2024?
(English) A3: The focusing on materials science and digitization has emerged as a critical market demand, driving innovation and sustainability. Therefore, the integration of technology into the fashion industry stems from advancements in technology and opportunities for cross-industry collaboration. FabriX is a forward pioneer in digital fashion, presenting a significant opportunity to enhance collaboration between designers and traditional manufacturers while advancing the sustainable growth of digital fashion.
(English) Q4: Let us know the details of the collaboration with FabriX.
(English) A4: For the event, we designed a collection of exclusive NFC-enabled digital woven badges for six of FabriX’s visionary designers. These badges, activated by simply tapping an NFC-enabled smartphone, provide access to unique content, offering an innovative platform for designers to engage with buyers, media, and attendees. This fusion of fashion and technology badges not only supports sustainable interaction but also introduced fresh promotional opportunities for Paris Fashion Week 2024.
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(English) Q5: Why is digital transformation important to fashion industries?
(English) A5: The integration of technology into fashion is becoming an essential aspect of sustainable development, shaped by industry challenges and a clear trajectory for future growth. According to eFulfillmentService and WareIQ, The fashion industry faces an average inventory loss rate of 12% due to issues like theft, administrative mistakes, and product damage, underscoring the need for digital tracking as an effective solution. Simultaneously, Business of Fashion indicated that 75% of millennials show a strong preference for using technology in their purchasing habits and gravitate toward sustainable products. Virtual fashion aligns with these preferences, offering significant value to the industry as it enters a new era.
(English) Meet the Future: Fashion Landscape of Digital Age
(English) According to insights shared in a McKinsey report, 63% of fashion executives plan to increase digital and technology investments in 2025. From Paris to Florence, these interactive NFC-enabled badges are more than just fashion accessories, they are a bridge between the digital experience and the physical product. Through the integration of cutting-edge NFC technology, such advancements are reshaping the way we engage with fashion, bridging the divide between physical products and digital experiences.
Technology is not a disruptor, but a translator of fashion narratives. Pioneers like Avery Dennison and FabriX are leading the charge in this transformation. Together, they are paving the way for a new era where fashion becomes a fusion of creativity and commerce, seamlessly blending tangible design with digital innovation. This exciting evolution promises to deliver next-generation experiences to consumers and redefine the meaning of the digital fashion world.
(English) Stay connected with FabriX on social media for exclusive updates and content.
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Resources:
Avery Dennison. (2025). Avery Dennison Apparel Solutions. Avery Dennison. https://apparelsolutions.averydennison.com/en.
Avery Dennison. (2023, September 20). Digital Consumer Behavior 2.0 Press Release. Apparel Solutions. https://apparelsolutions.averydennison.com/en/news/digital-consumer-behavior-2-0-press-release.
Business of Fashion. (2025). The Opportunity in Digital Fashion and Avatars Report: BoF Insights. Business of Fashion. https://www.businessoffashion.com/reports/technology/the-opportunity-in-digital-fashion-and-avatars-report-bof-insights.
eFulfillmentService. (2025, March). Deadstock Decoded: What It Is, What It Means, and How Fashion Brands Can Turn Unsold Inventory into Profit. eFulfillmentService. https://www.efulfillmentservice.com/2025/03/deadstock-decoded-what-it-is-what-it-means-and-how-fashion-brands-can-turn-unsold-inventory-into-profit/.
Fabrix. (2024, May 22). FABRIX 2024: Digital Fashion Roadshow – Paris. Fabrix. https://fabrix.hk/event/fabrix-2024-digital-fashion-roadshow-paris/.
McKinsey & Company. (2023, September 14). Buying into sustainability: Consumer insights from our latest survey. McKinsey & Company. https://www.mckinsey.com/featured-insights/sustainable-inclusive-growth/charts/buying-into-sustainability.
McKinsey & Company and Business of Fashion. (2024). The State of Fashion 2025. McKinsey & Company. https://www.businessoffashion.com/reports/news-analysis/the-state-of-fashion-2025-bof-mckinsey-report/.
WareIQ. (2025). What Is Inventory Shrinkage & How to Prevent It?. WareIQ. https://wareiq.com/resources/blogs/what-is-inventory-shrinkage/.
